Gen Zs love shopping in brick and mortar stores. But what exactly makes for a stellar shopping experience in this generation’s eyes? As it turns out, it’s the little things.  

When it comes to the future, Gen Z is hopeful but uncertain. In part two of our series on Gen Z and the future, we explore how Gen Z’s outlook plays a key role in their purchasing decisions—and what this means for brands.

Gen Zs have mixed feelings when it comes to what lies ahead—both for themselves and the world. We explore what this means for brands in a two-part series.  

Coachella 2019 may be in the books, but festival season is just getting started. We asked one Gen Zer to tell us about the go-to items in her festival bag (although, with a little bit of effort you probably coulda figured it out for yourself...'cuz, ya know, the festival bag is clear).  

Gen Z is the digital-first generation—but that might soon change. As Zs become privy to the negative effects social media has on their lives, some young people have gradually started to step away. We’re taking a look at why some Gen Zs are ‘breaking up’ with social media and how brands can adapt accordingly.  

For most Gen Zs, going off to college means being independent for the very first time. We asked them how they shop for common household goods now that they're on their own. Here's what they said.  

Gen Zs are practical. But as the only generation that values love more than money, they remind us that happily ever after isn’t about the commas in your bank account. It’s about that feeling of butterflies in your stomach.

The beauty industry has been growing like crazy, fueled by a crop of independent brands that Gen Zs adore. To understand how Gen Z discovers new brands and what they look for in cosmetics and skincare products, we asked a Gen Z what's in her makeup bag. Here's what she said.  

2018 was a big year for Gen Zs. We asked them to recap the personal and political moments that mattered, in their words. Their response is illustrative of the trends that define this generation.  

To be successful in marketing these days, brands need to do a better job of understanding Gen Z.  But how do Gen Zers act? Rather than provide examples from other marketers or the numbers behind different studies, we decided to sit down with a member of Gen Z and have her tell you for herself.  This is your opportunity to hear from a Gen Zer on how she thinks, how she chooses to spend her time and dollars, and what makes her tick.

As a Gen Zer, I’ve seen my fair share of the good, the bad and the cringeworthy marketing tactics. Understanding us is by no means a simple feat, but here’s three examples from brands that have passed marketing to this Gen Zer with flying colors.